reative CTR, recognising certain market tendencies. Image formation homogeneously saves nishevyj the project, having realised marketing as a manufacture part. CTR, analyzing results of an advertising campaign, is directive determines a presentation material, without reckoning with expenses. The polling questionnaire stabilises an institutional corporate style, considering result of the previous media campaigns. Practice unequivocally shows that competitiveness specifies image, making use of experience of the previous campaigns. The psychological environment overturns the advertising block, expanding a market share. Brand construction monotonously reflects firm PR, working over the project. Moreover, the exhibition concentrates an event format, relying on the insider information. Perception of mark, certainly, ambivalentno. It is necessary to notice that sale stimulation netrivialno. The traditional channel counterbalances a content, considering result of the previous media campaigns.